Handbook home
Integrated Marketing Communications (MECM90035)
Graduate courseworkPoints: 12.5On Campus (Parkville)
For information about the University’s phased return to campus and in-person activity in Winter and Semester 2, please refer to the on-campus subjects page.
About this subject
- Overview
- Eligibility and requirements
- Assessment
- Dates and times
- Further information
- Timetable(opens in new window)
Contact information
Semester 1
Semester 2
Please refer to the LMS for up-to-date subject information, including assessment and participation requirements, for subjects being offered in 2020.
Overview
Availability | Semester 1 Semester 2 |
---|---|
Fees | Look up fees |
This subject provides a strategic understanding of, and practical skills to plan and implement, integrated marketing communications campaigns across a range of media platforms from print to broadcast to social media. It investigates the changing relationship between marketing, advertising and public relations in the context of the emergence of a ‘post-convergence’ media-sphere, and explores the new opportunities and dynamics of social media as a marketing tool. This subject teaches students practical skills in working with the media in developing campaigns, including campaign planning, media liaison, media planning and buying, campaign evaluation and understanding audience research. It also examines the ethical and legal aspects of convergence on the professional practice of marketing communications.
Intended learning outcomes
Students who successfully complete this subject should:
- [LO1] develop a thorough understanding of how different media platforms function as marketing and communication tools;
- [LO2] learn to deploy methodologies to analyse how integrated media campaigns work; and
- [LO3] develop practical skills in the design and implementation of integrated media campaigns.
Generic skills
On successful completion of this subject, students should be able to:
- demonstrate competence in advanced library searches and information retrieval;
- demonstrate proficiency in the application of selected methods of analysis; and
- demonstrate conformity to academic protocols of presentation and research procedures.
Last updated: 3 November 2022
Eligibility and requirements
Prerequisites
Code | Name | Teaching period | Credit Points |
---|---|---|---|
MECM40006 | Public Relations and Communications |
Semester 2 (On Campus - Parkville)
Semester 1 (On Campus - Parkville)
|
12.5 |
MECM90036 | Foundations of Marketing & Communication |
Semester 1 (On Campus - Parkville)
Semester 2 (On Campus - Parkville)
|
25 |
MKTG90004 | Marketing Management |
Semester 1 (On Campus - Parkville)
Summer Term (On Campus - Parkville)
Semester 2 (On Campus - Parkville)
|
12.5 |
Please note:
- Students should be admitted to the Master of Marketing Communications to take this subject.
- Students enrolled in the 200 point program must have completed MECM90036 Foundations in Marketing & Communication, MKTG90004 Marketing Management, and MECM40006 Public Relations and Communications prior to taking this subject
- Students who have previously completed MKTG90027 Foundations of Marketing & Communications may use it as a substitute for MECM90036 Foundations of Marketing & Communications
Corequisites
None
Non-allowed subjects
None
Recommended background knowledge
Previous study in Marketing, Communications, Media and Communications, Public Relations, Advertising, or other similar cognate area.
Inherent requirements (core participation requirements)
The University of Melbourne is committed to providing students with reasonable adjustments to assessment and participation under the Disability Standards for Education (2005), and the Assessment and Results Policy (MPF1326). Students are expected to meet the core participation requirements for their course. These can be viewed under Entry and Participation Requirements for the course outlines in the Handbook.
Further details on how to seek academic adjustments can be found on the Student Equity and Disability Support website: http://services.unimelb.edu.au/student-equity/home
Last updated: 3 November 2022
Assessment
Due to the impact of COVID-19, assessment may differ from that published in the Handbook. Students are reminded to check the subject assessment requirements published in the subject outline on the LMS
Description | Timing | Percentage |
---|---|---|
Short essay, due early in semester (approximately week 4-5) [LO1]
| From Week 4 to Week 5 | 30% |
Group project, due mid to late semester (approximately week 8-9) [LO2, LO3]
| From Week 8 to Week 9 | 30% |
Reflective essay: [LO1, LO2, LO3]
| End of semester | 40% |
Hurdle requirement: Students are required to attend a minimum of 80% of classes in order to pass this subject and regular class participation is expected. | Throughout the teaching period | N/A |
Last updated: 3 November 2022
Dates & times
- Semester 1
Principal coordinator Jennifer Beckett Mode of delivery On Campus (Parkville) Contact hours 24 hours total: 1 x 1 hour lecture and 1 x 1 hour tutorial per week. Total time commitment 170 hours Teaching period 2 March 2020 to 7 June 2020 Last self-enrol date 13 March 2020 Census date 30 April 2020 Last date to withdraw without fail 5 June 2020 Assessment period ends 3 July 2020 Semester 1 contact information
- Semester 2
Principal coordinator Jennifer Beckett Mode of delivery On Campus (Parkville) Contact hours 24 hours: 1 x 1-hour lecture and 1 x 1-hour seminar per week Total time commitment 170 hours Teaching period 3 August 2020 to 1 November 2020 Last self-enrol date 14 August 2020 Census date 21 September 2020 Last date to withdraw without fail 16 October 2020 Assessment period ends 27 November 2020 Semester 2 contact information
Time commitment details
170 Hours
Last updated: 3 November 2022
Further information
- Texts
Prescribed texts
Readings will be made available online through the subject LMS.
- Links to additional information
- Available through the Community Access Program
About the Community Access Program (CAP)
This subject is available through the Community Access Program (also called Single Subject Studies) which allows you to enrol in single subjects offered by the University of Melbourne, without the commitment required to complete a whole degree.
Entry requirements including prerequisites may apply. Please refer to the CAP applications page for further information.
Additional information for this subject
Subject coordinator approval required
Last updated: 3 November 2022